1, determine the purpose and task of the investigation. The purpose of investigation refers to the problems to be solved in a specific investigation topic, that is, why to investigate, what problems to understand and solve, and what is the use of the investigation results. Investigation task refers to what kind of information the market survey should obtain to meet the requirements of the survey under the given purpose.
Defining the purpose and task of investigation is the primary problem in the design of investigation scheme, because only by defining the purpose and task of investigation can we determine the object, content and method of investigation and conduct targeted market research.
2, determine the investigation object and investigation unit. The purpose of determining the object and unit of investigation is to clarify the question of who to investigate and who to provide information to. The object of investigation is the whole to be investigated in a certain time and space according to the purpose and task of investigation. It is a whole composed of many individual units with certain properties. The investigation unit is the individual unit in the investigation crowd, and it is the undertaker or information source of the investigation project.
3. Determine the investigation items. Investigation items are the contents to be investigated by the investigation unit. The determination of the survey items depends on the purpose and task of the survey, as well as the characteristics of the respondents and the possibility of data collection.
4. Design a questionnaire or questionnaire. After the investigation items are determined, a questionnaire or questionnaire can be designed as a tool to collect market research data. Questionnaires or questionnaires can be used as both a recording tool for written investigation and an outline for oral inquiry. Questionnaire is a form of arranging survey items in a certain order with crisscross tables.
Questionnaire is a test paper for investigating, asking questions and answering the respondents according to the survey items, and it is a common tool for collecting information in market research. The fourth section of this chapter will specifically introduce the design of questionnaire or questionnaire.
5. Determine the investigation time and cycle. The survey time refers to the time when the survey data belongs, that is, the time when the data of the respondents should be collected. The purpose of determining the survey time is to ensure the uniformity of data, otherwise the data cannot be classified and summarized, which will lead to the failure of market research. When investigating phenomena during the period, the starting and ending time of data or index items should be determined; When investigating the phenomenon of time point, a unified standard time point should be clearly defined.
The investigation cycle refers to the time occupied by the whole investigation, that is, the length of time from the investigation plan to the end of the investigation. Generally speaking, the investigation period should be reasonably determined according to the difficulty of the investigation topic, the size of the workload and the timeliness requirements, and the investigation schedule should be made.
6, determine the investigation methods and methods. Market survey method refers to the organizational form of market survey, which usually includes market survey, key market survey, typical market survey, sampling market survey, non-probability sampling survey and so on. The choice of investigation methods should be based on the purpose and task of the investigation, the characteristics of the investigation object, the amount of investigation expenses and the accuracy requirements of the investigation.
The determination of market survey methods should consider the difficulty of collecting survey data, the characteristics of survey objects, the sources of data acquisition and the quality requirements of data. If the investigation topic involves a large area and contains more contents, we should choose a variety of investigation methods to obtain data and information. There must be both ready-made materials and original materials.
7. Determine the scheme of data collation. Data collation is a process of processing and developing survey data, and its purpose is to provide systematic and organized comprehensive data for market analysis and research. Therefore, we should determine the scheme of data arrangement, and make specific arrangements for data review, revision, coding, classification, summary and display. Large-scale market research should also arrange the development or purchase of computer automatic summary software.
8, determine the analysis and research plan. The analysis and research of market survey data is a process of deep processing of survey data, and its purpose is to guide conclusions from the data and countermeasures from the conclusions. To this end, it is necessary to formulate a preliminary plan for analysis and research, and make arrangements for the principles, contents, methods, requirements, compilation of investigation reports, and release of results of analysis and research.
9. Determine the timetable of market research.
10, market research budget. When making a budget, we should consider the possible expenses as comprehensively as possible to avoid some unnecessary troubles in the future and affect the progress of the investigation. For example, there is no appraisal fee in the budget, but the results need to be scientifically appraised after the investigation, otherwise the awards cannot be announced or reported.
In this case, the research group will face a very passive situation. Of course, unnecessary expenses should not be listed, and necessary expenses should be carefully calculated and reasonably estimated. Overreporting and random reporting are absolutely prohibited. Unrealistic budget will not be conducive to the approval or bidding of research projects. Therefore, we must be comprehensive and meticulous, and we must seek truth from facts.
1 1. Make an organizational plan for the investigation. The organization plan of investigation refers to the specific human resource allocation plan made to ensure the implementation of investigation work, which mainly includes the organization and leadership of investigation, the establishment of investigation institutions, the selection and training of investigators, project leaders and members, and the division of labor of various investigations. When an enterprise entrusts an external market research institution to conduct market research, it shall also stipulate the responsible person, contact person and contact information of both parties.
12, write a market research plan. After the content of the above-mentioned market research scheme design is determined, the market research planner can write a market research scheme for the approval of enterprise leaders, or as the principal to sign a contract or agreement with the research project undertaker.
The elements of market research plan include title, introduction, theme and appendix. Among them, the main part mainly includes the above eleven aspects, which can also be included in the appendix. The appendix mainly includes the person in charge of the research project and main participants, sampling scheme and technical description, questionnaire and related technical description, software used for data processing, etc.
Extended data:
The process of market research:
First, the feasibility study method of the investigation scheme:
1. Logical analysis: Logical analysis refers to checking the investigation plan from the logical level to see if it is logical and reasonable.
2. Empirical judgment method: Empirical judgment method refers to the preliminary research and judgment of the designed market research scheme by organizing some people with rich market research experience to illustrate the rationality and feasibility of the investigation scheme.
3. Pilot survey method: Pilot survey method is a method to select some units in a small scope and conduct on-the-spot inspection of the survey plan to illustrate the feasibility of the survey plan.
Second, simulate the implementation of the survey plan:
The simulation implementation of investigation scheme is only used for investigation projects with important investigation contents and large scale, and not all investigation schemes need simulation. There are many forms of mock investigation, such as customer demonstration meeting and expert review meeting.
Third, the overall evaluation of the survey plan:
The overall evaluation of the investigation scheme can be measured from different angles. But generally speaking, the evaluation of the investigation plan should include four aspects: whether the investigation plan reflects the purpose and requirements of the investigation; Whether the investigation scheme is operable; Whether the investigation plan is scientific and complete; Investigate whether the scheme is of high quality and good effect.
Baidu Encyclopedia-Market Research (market research and market research collectively)
Baidu Encyclopedia-Market Research Scheme
Baidu Encyclopedia-Industry Market Research